THE INFLUENCE OF ENTREPRENEURIAL MARKETING AND DIGITAL MARKETING CAPABILITIES ON MARKETING PERFORMANCE: EVIDENCE FROM CULINARY MSMES

This study aims to analyze the effect of entrepreneurial marketing on marketing performance in food and beverage MSMEs (Micro, Small, and Medium Enterprises) in the Barlingmascakeb area, with digital marketing capabilities as a mediating variable and market turbulence as a moderating variable. The findings reveal that entrepreneurial marketing has a significant and positive effect on marketing performance and significantly enhances digital marketing capabilities. Furthermore, digital marketing capabilities were found to positively influence marketing performance, supporting the importance of digital readiness in strengthening marketing performance. However, the role of digital marketing capabilities as a mediating variable in the relationship between entrepreneurial marketing and marketing performance was not supported, indicating that the direct path remains more influential than the mediated one. Similarly, market turbulence did not significantly moderate the relationship between entrepreneurial marketing and marketing performance, suggesting that external environmental changes did not amplify the impact of marketing strategies in this context. These results offer valuable insights for MSMEs, highlighting the central role of entrepreneurial marketing and digital marketing capabilities in enhancing marketing performance.